Greenlion Limited

What Greenlion Limited does

Greenlion Limited is a privately held chartered accountancy and business advisory firm based in Auckland, New Zealand, founded in 2018. The firm serves business owners, investors, and high-net-worth individuals across New Zealand, with a stated focus on the Auckland market. Its service portfolio spans seven core lines: Accounting & Tax, Property Accounting, Growth & Advisory Services, Trusts & Estate Planning, Project Support, Virtual Services, and Business Succession. The firm positions itself as a strategic partner rather than a compliance-only accountant, emphasizing a 'Think + Do' approach where senior directors (Paul McCormick, CA; James Kelso, CPA) work directly with clients on tax planning, virtual CFO engagements, succession, and growth advisory mandates.

The firm is structured around approximately ten professionals, including two directors, an Associate Director (CA-qualified), a Commercial Affairs Manager (BCOM, LLB), accountants, and administrative staff. Revenue is generated through time-based and project-based professional services fees, including retainers for virtual CFO/bookkeeping and bespoke quotes for advisory, trust, and succession projects. Pricing is custom and not publicly disclosed; engagements range from ongoing compliance and managed services to multi-year contracts and discrete project work (e.g., IPO support, business sales). There is no disclosed subscription or SaaS revenue stream.

Greenlion's go-to-market is sales-led and relationship-driven, with no intermediary channels. Marketing is content-led: a regularly updated blog authored by directors, an email newsletter, and a LinkedIn presence target business owners and investors in New Zealand. The underlying technology stack is cloud-based accounting platforms enabling remote/virtual service delivery rather than proprietary software. No public funding, external investors, M&A, or geographic expansion beyond New Zealand have been disclosed.

Name

Greenlion Limited

Legal name

Greenlion Limited

Website

https://greenlion.co.nz

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Greenlion Limited is an Auckland-based chartered accountancy and business advisory firm serving New Zealand business owners, investors, and high-net-worth individuals with accounting, tax, virtual CFO, trust, and succession services.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Professional Accounting Services: Time-based or project-based billing for accounting, tax, and compliance services including annual financial statements, payroll processing, dividend preparation, and company administration
2. Advisory Services: Strategic advisory and consulting fees including virtual CFO services, growth advisory, succession planning, and business restructuring services
3. Trust & Estate Planning Services: Trust formation, independent trusteeship, estate planning documents (wills, memoranda of wishes), and trustee compliance services
4. Virtual/Outsourced Services: Ongoing virtual bookkeeping, financial analysis, forecasting, and virtual CFO services typically billed on retainer or hourly basis

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Greenlion Limited is a New Zealand chartered accounting and business advisory firm that delivers professional accounting, tax, property accounting, growth advisory, trust and estate planning, project support, virtual (cloud-based) accounting, and business succession services to business owners, investors, and high-net-worth individuals. The firm emphasises a "Think + Do" approach, where senior directors work directly with clients to combine compliance with strategic business growth and tax optimisation advice.

Product overview

Greenlion Limited is an accounting and business advisory firm offering a unified portfolio of professional services. The core service offerings include Accounting & Tax, Property Accounting, Growth & Advisory Services, Trusts & Estate Planning, Project Support, Virtual Services, and Business Succession. These services are delivered through a team-based approach, providing clients with accounting-led insights, strategic planning, and financial guidance. The firm operates as a service-based consultancy rather than a software product platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Accounting & Tax
• Property Accounting Specialised property investment accounting services providing strategic advice on property investment structures, asset protection, estate planning, tax planning, and preparation of financial statements and tax returns for property investors.
• Growth & Advisory Services Strategic business advisory services including virtual CFO services, systems design and cloud implementation, advisory boards, succession planning, strategic planning, finance structuring, and asset protection for business owners seeking to grow, diversify, or extract more profit.
• Trusts & Estate Planning Wealth protection and estate planning services including trust formations, independent trusteeship, trust reviews, trustee documents, and estate planning documentation such as wills and memoranda of wishes for high-net-worth individuals and families.
• Project Support Project management and advisory services for complex business initiatives including financial analysis, budgeting, forecasting, tax advice, compliance, risk management, funding applications, investor relations, IPOs, buying a business, and listings on a stock exchange.
• Virtual Services Cloud-based accounting services enabling remote access to financial information, virtual bookkeeping, tax planning, financial analysis, forecasting, virtual audits, and virtual CFO services delivered through secure online platforms.
• Business Succession Business succession planning and transition services including financial and legal structure assessment, business valuation, financial statement preparation, tax advice, sale negotiations, and due diligence support for owners passing the business to employees or new buyers.

Quantifiable outcome

• Tax savings of many thousands of dollars in the first year of new business structure implementation
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Regional players

• Findex: Australia-headquartered accounting and advisory network with NZ presence, serving SMB and mid-market clients with accounting, tax, and advisory services. Comparable service model but primarily Australian-focused with NZ offices.

Broad incumbents

• EY New Zealand: Big 4 firm operating across NZ with audit, tax, transactions, and advisory services. Overlaps with Greenlion on advisory, tax planning, and succession work for larger mid-market and enterprise clients.
• KPMG New Zealand: Big 4 firm with NZ-wide audit, tax, and advisory practices. Competes for advisory and tax mandates; broader scale and enterprise focus make it a broad incumbent rather than a direct peer.
• PwC New Zealand: Big 4 firm offering assurance, tax, deals, and consulting in NZ. Overlaps with Greenlion on advisory, tax strategy, and transaction support, but serves larger enterprise clients.
• Deloitte New Zealand: Big 4 firm with full NZ presence offering audit, tax, consulting, advisory, and risk services. Competes with Greenlion for mid-market and advisory mandates but at vastly larger scale and broader portfolio.

Direct peers

• Nexia New Zealand: NZ member of the Nexia International accounting network, offering accounting, tax, and advisory services to SMB and mid-market clients. Comparable in service scope and NZ focus.
• Grant Thornton New Zealand: Mid-tier accounting and advisory firm in NZ serving SMB, mid-market, and investor clients with audit, tax, advisory, and succession services. Directly comparable business model and client overlap.
• BDO New Zealand: Mid-tier chartered accounting and advisory firm operating across NZ with similar service breadth (accounting, tax, advisory, business succession). Directly comparable in target market (NZ SMBs, mid-market, investors) and service menu, though at larger scale.
• Baker Tilly Staples Rodway: New Zealand-focused mid-tier accounting and advisory network offering accounting, tax, business advisory, and succession services to SMB and mid-market clients. Comparable in geographic focus, client segments, and service-line breadth.
• Crowe New Zealand: NZ accounting and advisory firm providing accounting, tax, advisory, and wealth services to businesses and HNW individuals. Closely comparable in offering mix and target segments.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/greenlion
• Instagraminstagram.com/greenlionco

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Greenlion Limited